What Grouper does

Ananas (Ананас МК), legally АНАНАС МК ДОО Скопје, is a multi-vendor e-commerce marketplace headquartered in Skopje, North Macedonia, operating the ananas.mk platform. The company combines first-party retail (labeled 'АНАНАС ШОП' / Ananas Direct, fulfilled from its Petrovec warehouse and delivered via the Ananas Express 'ā-брзо' service within 24 hours) with a third-party seller marketplace where registered merchants ('Трговци') list products via the mportal.svc.ananas.rs merchant portal. Underlying technology includes an integrated e-commerce platform, a Warehouse Management System (WMS), payment processing with a protected customer escrow account, and merchant self-service tools. The assortment spans electronics, fashion, sports and recreation, home and garden, furniture, pools, climate appliances, and supermarket categories.

The company monetizes through a brokerage commission ('посреднички надомест') deducted from each marketplace sale, tiered delivery fees (DS: 30–1,000 MKD; FBA: 5–500 MKD), tiered storage fees (2–300 MKD), direct first-party product sales at full margin, and a gift card program (500–50,000 MKD denominations, 12-month validity). Fulfilment by Ananas (FBA) is offered as an add-on to third-party sellers. The platform supports multiple payment methods including Maestro, Mastercard, Visa, Diners, NLB Bank, Happy Card, and Iute Pay. Sub-brands include the Ananas Plus loyalty club, Ananas Express same-day delivery, Ananas Direct, and the gift card program. Ananas self-positions as the largest online store in North Macedonia and has received multiple eCommerce Awards North Macedonia accolades (2024) and the Best Buy Award for Best Value for Money 2025/2026.

Customer segments are split between end consumers shopping for personal goods and third-party merchants (businesses and entrepreneurs) using Ananas as a sales channel and fulfillment provider. Marketing is conducted through owned Facebook (Ananasmk) and Instagram (ananas.ecommerce.mk) channels, a daily email newsletter, and the Ananas Blog content platform. The company is privately held with no disclosed parent, subsidiaries, institutional investors, or funding history, and operates exclusively in the domestic North Macedonian market.

Name

Grouper

Legal name

АНАНАС МК ДОО Скопје

Website

https://grouper.mk

Company type

Private

Founded year

2011

Operating status

Operating

Headcount range

11–50 employees

Short description

Ananas (Ананас МК) is a multi-vendor e-commerce marketplace in North Macedonia combining first-party retail with a third-party seller platform, in-house fulfillment (FBA), and 24-hour delivery, serving end consumers and merchants across Skopje and the country.

Ownership category

akta.pro rank

Product category

E-commerce Marketplace

SIC

Retail-Catalog & Mail-Order Houses (5961), Public Warehousing & Storage (4220)

akta.pro primary industry

General Merchandise Online Retailers (CRAFADAA)

Keywords

• E-commerce marketplace
• Online retail platform
• Third-party seller marketplace
• Fulfillment services
• Consumer goods retail

Headquarters

HQ city

Skopje

Offices2 records

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

Operations, Supply Chain, Technology or R&D, Marketing or Sales, Personnel, Infrastructure

Revenue model

1. Commission on Sales: Ananas charges merchants a brokerage commission (посреднички надомест) for facilitating sales through the platform. The commission is deducted from the transaction value collected from buyers. Funds are held in a protected customer account for a deferred payment period of at least 14 days (buyer withdrawal period) before transfer to the merchant, with the final transfer occurring no later than 30 days from the transaction date.
2. Delivery/Fulfillment Services: Ananas charges merchants for delivery organization services (courier pickup, transport, and last-mile delivery to buyers) and storage/warehousing services. Pricing is tiered by product weight and dimensions. Both DS (direct ship from merchant) and FBA (Fulfillment by Ananas) options are available.
3. Direct First-Party Sales: Ananas also sells products directly as a first-party merchant (labeled 'АНАНАС ШОП' / 'Ananas Direct'), earning full margin on product sales.
4. Gift Cards: Ananas sells gift cards (подарок картички) in fixed denominations (500, 1,000, 5,000, 15,000, 25,000 MKD) and customizable amounts (500-50,000 MKD). Gift cards are valid for 12 months from purchase date.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels5 records

Core offering

Ananas operates a multi-vendor e-commerce marketplace at ananas.mk in North Macedonia, connecting third-party sellers (trgovci) with end consumers across categories including electronics, fashion, sports, furniture, home goods, and groceries. In addition to facilitating marketplace transactions, Ananas sells first-party inventory directly via its "Ананас ШОП" (Ananas Direct) channel, and offers Fulfillment by Ananas (FBA) warehousing, packing, and last-mile delivery services to merchants.

Product overview

Ananas is an e-commerce marketplace platform operating in North Macedonia. The core offering is a multi-vendor marketplace connecting third-party merchants with consumers, supported by a Fulfilment by Ananas (FBA) service for warehousing and logistics. The platform supplements its marketplace with proprietary products including gift cards available in fixed and customizable denominations, a loyalty program (Ananas Plus), and next-day delivery service (Ananas Express). Additional services include a blog content platform. The marketplace spans diverse categories including electronics, sports equipment, furniture, pools, and fashion.

Differentiator

Problem solved

Functional benefit

Brands

• Ananas Plus (a+ клуб): Loyalty club program for Ananas customers offering exclusive benefits
• Ananas Express (ā-брзо)
• Ananas Direct (ā директ)
• Ananas poklon kartice

Products and services

• Marketplace Platform (ananas.mk) Multi-vendor online marketplace that connects third-party merchants with consumers in North Macedonia, providing product listing, order management, payment processing, and delivery orchestration.
• Fulfillment by Ananas (FBA) End-to-end warehousing, inventory storage, picking, packing, and shipping service for third-party merchants selling through the Ananas marketplace, operated from the Petrovec fulfillment center.
• Gift Cards (Подарок-картички) Digital and physical gift cards in fixed and customizable Macedonian Denar denominations, deliverable via email with personalized messages and redeemable on the Ananas marketplace.
• Ananas Plus Loyalty Program (a+ клуб) Membership loyalty program that gives registered consumers access to exclusive discounts, promotional offers, and repeat-purchase benefits across the Ananas marketplace.
• Ananas Express (ā-брзо) Expedited next-day delivery service for products shipped directly from the Ananas warehouse, enabling 24-hour fulfillment for participating SKUs.

Quantifiable outcome

• 24-hour delivery for 'брзо' (Ananas Direct) items from Ananas warehouse to buyers
• +1 more outcomes

Segments2 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration8 records

Feature4 records

Partnerships

Two partnerships are on record, tiered core.

• Banks and Payment Service ProviderscoreOthersAnanas partners with banks and payment service providers to offer multiple payment options including Maestro, Mastercard, Visa, Diners, NLB Bank, and Happy Card. A dedicated protected customer account is maintained with a bank partner for secure fund handling during the deferred payment period.
• Courier Services (Курирска служба)coreChannel Partner/ Reseller/ DistributorAnanas engages courier services to handle pickup from merchant warehouses and last-mile delivery to consumers across North Macedonia. The courier service is required to follow legal obligations for postal service providers including package integrity.

Scale indicators4 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Allegro: Poland's largest e-commerce marketplace platform connecting third-party sellers with consumers. Comparable as a multi-vendor marketplace operator with commission-based model, though operating at significantly larger scale and with public-market transparency.
• Wildberries: Large multi-vendor marketplace originally focused on CIS markets, now expanding internationally. Comparable full-stack marketplace-plus-fulfillment model with own delivery infrastructure, serving emerging-market consumers with similar assortment breadth.
• Shoppster: Serbian multi-vendor e-commerce marketplace with first-party retail and fulfillment services (FBA-like). Most directly comparable peer due to shared Balkan regional context, similar marketplace-plus-1P hybrid model, and own logistics infrastructure.
• eKupi: Croatian e-commerce platform offering multi-category marketplace and direct retail with own fulfillment. Comparable as a regional Balkans e-commerce operator with similar assortment breadth (electronics, home, fashion) and delivery capabilities.

Broad incumbents

• eMAG: Leading multi-category e-commerce marketplace in Romania owned by Naspers/Prosus with own fulfillment (eMAG Marketplace, Genius, Tazz). Comparable hybrid marketplace-plus-1P model with logistics investments, but operating at much larger scale in a bigger market.
• Amazon: Global e-commerce marketplace incumbent with marketplace + FBA hybrid model. Ananas faces Amazon as a potential cross-border competitor entering Balkan markets; Amazon's FBA model is the original blueprint for Ananas's fulfillment service.
• Flipkart: India's largest homegrown e-commerce marketplace with marketplace-plus-1P model. Comparable as a regional e-commerce champion defending against global entrants, with similar hybrid retail and marketplace architecture and own logistics (Ekart).
• Mercado Libre: Latin America's dominant e-commerce marketplace with integrated marketplace, 1P retail, fulfillment (Mercado Envíos), and payments (Mercado Pago). Comparable as a vertically-integrated regional e-commerce champion combining marketplace commissions with logistics and fintech.

Regional players

• Anhoch: Croatian IT and electronics retailer with strong online presence serving the Balkans. Comparable as a regional multi-category online retailer operating in a similar small-market Southeast European context.

Emerging players

• OLX: Global classifieds and marketplace platform with significant presence in emerging European markets including the Balkans. Comparable as a marketplace aggregator serving similar price-sensitive consumer segments, though more focused on used goods and C2C.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/people/Ananasmk/100090576714125
• Instagraminstagram.com/ananas.ecommerce.mk
• Xx.com/groupermk

Compliance8 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Grouper